Mei Li

People show a separation of intention and behavior in green consumption, and promoting actual green purchase behavior is more important than purchase intention. This study adopted a conflicting environmental decision paradigm to investigate behavioral and neural processes during actual green consumption decision-making involving different types of green products and message framing, according to construal level theory. Participants were instructed to make green consumption decisions involving green products with different psychological distances (self-interested green products vs. other-interested green products) under gain (e.g., buying green products brings positive results) or loss framing (e.g., not buying green products brings negative effects) while electroencephalograms were recorded. The behavioral results demonstrated that participants tended to purchase green products under loss framing more than under gain framing. The event-related potential results showed that under gain framing, decision-making for self-interested green products was associated with larger P3 than decision-making for other-interested green products. While under loss framing, decision-making for other-interested green products has a larger P260 than for self-interested green products. These findings suggest that under gain framing, self-interested green products elicit more cognitive resources than other-interested green products, while under loss framing, other-interested green products elicit stronger negative emotions than self-interested green products. The research has managerial implications for promoting consumers’ actual purchase behavior.

Perceptual cues act as signals in the aesthetic value environment, which promote emotion regulation toward pro-environment behavior. This type of perception-emotion-behavior reactivity forms the core of human altruism. However, differences in pro-environmental behavior may result from variation across high-aesthetic-value (HAV) and low-aesthetic-value (LAV) environments. This study investigated the neural mechanisms underlying interaction effects between environmental context and emotion regulation on pro-environmental behavior by integrating behavioral and temporal dynamics of decision-making information processing with event-related potential (ERP) technique measures. The results indicated that changing anticipated emotions changes pro-environmental behavior. Regarding changing aesthetic value environments, while modulating emotion regulation, significant differences were found in brain regions and mean amplitudes of N1, P2, N2, and late positive potential (LPP) components, which anticipated emotion. The findings suggest that environmental aesthetic value and emotion regulation impact pro-environmental behavior.